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Why It Matters: Toyota's introduction of the Land Cruiser ROX concept at the SEMA Show showcases their dedication to blending adventure with innovation. Developed by Calty Design Research, this concept vehicle reimagines the iconic Land Cruiser with a modern twist, built on the 2024 Land Cruiser 250. Over half of the original vehicle was modified to create a rugged, open-top model featuring custom 'skeleton' doors and a sliding soft top. The ROX is equipped with a widened track, a 4-inch lift, and independent suspension tuned by Toyota Racing Development, ensuring it is ready for any terrain. Unique features like a triple-bar roof rack, integrated molle panels, and high-lift bumpers with D-rings enhance its functionality. The vehicle's design, with a Spring Green exterior and Heritage Orange leather accents, pays homage to Toyota's off-road legacy. Mike Tripp, Toyota's Group VP of Marketing, emphasizes that this concept underscores Toyota's commitment to adventure and innovation, making it a standout at the SEMA Show.
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